American gaming operator BetMGM is promoting the launch of its UK-facing betting operation by utlising comedian Chris Rock as a brand ambassador in the company's ads for the service.
BetMGM recently launched in the UK as a joint operation between MGM Resorts International and its subsidiary LeoVegas Group. The product provides online casino games such as slots and table games, as well as a full sportsbook. The service is available as a mobile app or through the BetMGM UK website.
Rock will be featured in a number of ads for the company, including one where he travels from the Bellagio in Las Vegas to the Thames in London using a golden speedboat. During the promotion period, Rock will tout different bonuses being featured at BetMGM, including 'Golden Goals" wherein players will try to win £2 million by picking six correct Premier League score results. The ad campaign was developed by agency Recipe, who also noted that they've put out a responsible gambling ad for the brand.
Regarding the partnership, BetMGM UK Director Sam Behar said, "We are incredibly excited to launch BetMGM in the UK and give customers something new. This campaign leverages the heritage of MGM Resorts' best-in-class Las Vegas entertainment to deliver a unique proposition to the UK market. Alongside standout promotions and our A-list ambassador Chris Rock, this campaign clearly demonstrates BetMGM's commitment to bringing a fresh and entertaining approach to the market. It's showtime!"
"It's been a real privilege to support in the launch of BetMGM in the UK, added Recipe CCO Dan Jacobs. "From minute one, the ambition from everyone was to stand out in the market. Chris Rock, in a gold boat, with a lion, in the Fountains of Bellagio does exactly that!"